La Jolla Cove Suites, a Family Legacy

As the year comes to a close we find ourselves thinking back to the events that occurred in the past that allow us the opportunity to be where we are today. With the holidays approaching our team spent some time reflecting on the story of Max Heimburge, the founder of La Jolla Cove Suites. Max’s story is an incredible one, as you will see:


Max Heimburge, the original owner and developer of La Jolla Cove Suites grew up in Stadtilm, Germany in the late 1800′s and immigrated to the United States in 1910 through Ellis Island.

Max worked two years as an army boot repairman in the German army after which he joined the German Shoemakers Union working in a small shoe shop in Munich.

Shortly after entering the United States, Max obtained a job with a New York shoe repair shop where he continued to practice his trade. He saved his earnings and worked his way to the west coast in 1912.

Once established in San Diego, California, Max gained employment in a very small shoe repair shop in downtown San Diego on Broadway. Not long after, he purchased the business, expanding the scope of his business by offering the sale of shoes. This led to the opening of another shoe store with shoe repair on 5th Avenue named Shoe Craft.

By 1941, the small business Max struggled to create had grown into 17 shoe stores throughout San Diego County, under the name Universal Boot Shop. Once well established in the shoe market, Mr. Heimburge invested his capital in various land acquisitions, which eventually led to the purchase of some land on Coast Boulevard in 1946.

By the late fifties, Max had accumulated a portfolio of oceanfront property in La Jolla upon which he built the La Jolla Cove Motel, now known as La Jolla Cove Suites.


Max Heimburge was truly a man of great vision, and the family business he spent a lifetime developing has continued to grow and thrive under the management of Max´s three children, then passed on to his grandchildren.

In keeping with their grandfather´s philosophy of growth and development, in 2001 La Jolla Cove Suites converted its rooftop into a unique oceanfront venue which has hosted hundreds of weddings and other special events over the course of the last twelve years.


Today our team works diligently to maintain the legacy Max left for his family and make improvements to the property so it can be enjoyed for generations to come.